Below are four tips for choosing the best platforms for your business, whether you are just getting up and running or you want to increase your existing presence.
Begin with your audience
Your audience is the most critical factor as you choose your social media channel. Nothing else matters, not even size, if your target audience is not active on the platform. For example, Facebook contains more active users than any additional platform; however, if your target audience is mainly found on Snapchat, that is where you should be. 
Research your competition
One of the first measures we take as we develop a social media strategy for our client is to perform a competitive analysis. Among the multiple insights this type of analysis provides are:
- How engaged their target audience is on each platform
- What is and isn’t working
- What channels they are using
While you should not do something simply because the competition is, it is helpful to see what other people in your industry are doing, in order for you to make an educated decision.
Align with your goals for social media
The reasons you are on social media to begin with also impacts your decision. If you have the desire to share content and interact with your followers, there are many platforms that will work depending upon the kind of content you share. But if customer support is your main goal, Facebook and Twitter ought to be on your consideration list before, let’s say, Instagram.
Be familiar with the different channels
Each platform has its own ways of communicating and its own personality. Twitter is excellent for trending topics and conversations, whereas LinkedIn is great for sharing company information and professional expertise. Snapchat was the original platform to present disappearing posts, yet Instagram Stories are just as ephemeral.
Spend a bit of time getting familiar with the platforms you are considering and ensure that you understand the communication protocol. This won’t just help you choose the best channel(s) for your business, it’ll also help to avoid faux pas in communication.
For more information on our social media management services please contact The Light Digital today at (510) 680-3300.
